A Better Way to Market Sustainable Products: Key Insights and Strategies

Sustainable products grow fast with consumers. Companies work hard to market these items well. Research from NYU Stern’s Center for Sustainable Business and PwC finds ways to boost sales and build trust. In our rewrite, words that belong together sit close. This structure makes each connection clear and easy to read.

The Growing Business Case for Sustainable Products

Sustainable products sell better every year. Data shows they grow fast and earn a price premium:

• Annual sales grow 12.3% per year (2019-2024). Conventional products grow half as fast.
• In 2024, sustainable items took 23.8% of consumer packaged goods sales.
• Buyers pay 9.7% more on average for sustainable items.
• Some items earned 26.6% more. In paper products, the premium sometimes exceeds 100%; in coffee, cereal, and chocolate, it nears 50%.

This clear data makes a strong case. Investing in sustainable products is a smart growth strategy.

Understanding the Consumer Landscape

Buyers of sustainable products share clear traits. They include:

• Millennials who care about impact.
• Shoppers with a college education.
• Urban consumers who value convenience.
• Earners with higher incomes.

These groups also buy across many product types, such as dairy. Such broad interest shows a big market potential.

Crafting Marketing Messages That Resonate

Marketing sustainable products is like writing a hit song. Each word counts and sits close to its pair.

Core Finding

• Focus on product qualities first. Taste, scent, and texture must be clear.
• Add one or two sustainability messages next. This layering boosts appeal by about 30 percentage points.

Examples

• In skincare, use: “Formulated with sustainable ingredients that are good for your skin.” Here, the product quality and sustainability sit close. This link speaks directly to buyers.

Selecting and Elevating Credible Sustainability Claims

Good claims give real benefits. They connect naturally to customer needs:

• Protecting human health by avoiding harmful ingredients.
• Saving money for the buyer.
• Supporting local farms and food systems.
• Helping children and future generations.
• Safeguarding animal health.
• Sourcing locally or sustainably.

Claims that mention only scientific words (like biodegradable) or traceability without detail do not work as well. Packaging claims matter only when they note all-recycled content. Generic certification seals need extra context.

Ensuring Precision and Evidence in Claims

Trust comes from clear, concrete words. Avoid vague terms like “clean,” “natural,” or “safe” if you cannot back them up. Watch evolving rules. The European Union now asks for proof with scientific evidence and clear value chain details. Invest in analysis and traceability. This work supports claims that buyers can trust.

Conclusion

A good sustainable product story needs clear steps:

1. Clarify the strong business case. Use data on growth and price premiums.
2. Amplify appeal by linking sustainability tightly with core product traits.
3. Build trust with precise, evidence-based claims. Align these claims with buyer values and rules.

Following these ideas, companies bring out the best in sustainable products and reach growth with trust.

About the Authors

• Tensie Whelan is a Distinguished Professor of Practice at NYU Stern. She started the NYU Stern Center for Sustainable Business.
• David Linich is a Principal at PwC US and an expert in decarbonization and sustainable operations.

For businesses that wish to expand their reach in sustainable markets, these proven steps form a clear, trusted path to success.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.